It's really hard not to give in to his complaints but by doing so you are making the problem continue.

A good friend of mine from Brazil has a saying that roughly translates to "Love me, hate me, just don't ignore me!"

Nobody likes to be ignored...it's worse than being loved or hated. That includes dogs. Ignore the behavior you don't want and reward the ones that you do. It's much easier said than done but good advice nonetheless.